The 2018 FIFA World Cup Russia is obviously a property soccer fans in India love and will lap up. And needless to say, the fact that Messi and Ronaldo have never scored against India because India hasn’t ever qualified and hence doesn’t have a FIFA World Cup football team, will not deter Indian fans from watching the matches because they don’t have their own team to support. Add to it that this time round, the telecast and streaming IST timings too are just what the doctor ordered – ranging roughly from evening to midnight – and you have the perfect opportunity for SPN to extract the maximum value for viewers and fans. We’ve seen how well the ‘fan-frenzy’ approach worked for the Vivo IPL 2018, and SPN too has introduced elements that, if properly used and marketed, will not only stoke fan fervor, but should also spark a lot of conversations on social media that would drive greater sampling by fence-sitters and, of course, overall viewing of the matches for better ratings.
We’ve seen how well the ‘fan-frenzy’ approach worked for the Vivo IPL 2018, and SPN too has introduced elements that, if properly used and marketed, will not only stoke fan fervor, but should also spark a lot of conversations on social media
Interactive Digital Experiences
SPN has introduced an integration with Facebook AR (Augmented Reality) studio and has launched a Second Screen experience for viewers.
Through the integration with Facebook AR studio, fans can support their Doosri Country at the World Cup. Users need to select the country they are supporting, and the Facebook camera will scan their face and paint the selected ‘Doosri Country’ flag over the picture. This entire experience gives fans the opportunity to engage with friends and family by sharing images on their page and inviting others to try the experience. (Check it here: http://www.facebook.com/fbcameraeffects/tryit/930424623783836/)
Second Screen experience
The Second Screen experience for fans is enabled through SonyLIV, SPN’s OTT platform. Fans will have access to a live interactive platform for all 64 matches of the tournament that will not engage and encourage them to cheer for their Doosri Country. This Second Screen platform will drive experiential opportunities on mobile devices for fans through elements like polls, trivia, and, as an SPN release says, ‘many other interactive features’.
Once fans log into SonyLIV, they will have an option to choose between Meri Doosri Country and Match Zone.
Meri Doosri Country will provide fans access to information like fixtures, team standings, team stats and player profiles of their Doosri Country.
Match Zone is a live engagement experience that allows fans to stay a step ahead of the game and show off their football instincts and knowledge. Fans who score the most points for each of the 64 matches will feature on the Leaderboard fans’and win ‘exciting prizes’ which haven’t been specified. Fans can participate in activities such as p
redicting the final match score, the success of penalty kicks, the outcomes of corner kicks and more.
SonyLIV also will also present Match Centre with live scores, player positions, team information, match statistics and live commentary. To make their experience more engaging, users can set reminders or view the entire schedule while the points
table gives a quick update on the standings, scores, and more.
For the record, here’s a comment SPN India’s shared from their executive Kedar Teny, Head of Marketing and OAP, Sports, who says, “We want to provide fans an opportunity to enjoy the excitement of the World Cup, especially on digital platforms where engaging and connecting with other football enthusiasts is a key. These digital experiences through Facebook and SonyLIV are the first of their kind for any FIFA event in India and push the boundaries of fan engagement, making the #MeriDoosriCountry experience available anytime, anywhere.”
So if you’re a soccer fan like we are, you know the 2018 FIFA World Cup Russia is being telecast live and exclusive in English, Hindi, Bengali, Malayalam, Tamil and Telugu on SONY TEN 2, SONY TEN 3, SONY ESPN channels till July 15, 2018, and is also being streamed live on SonyLIV App and its website.